Furniture Fair Case Study
Key words: furniture, market prosperity, design depression, furniture education
Abstract: The unprecedented grand 2006 International Furniture Fair was held in Milan, but no single enterprise from China, a country with the largest furniture export volume in the world, attended the Fair. Furniture manufacture industry in China shows unprecedented prosperity, but the furniture design in this country is at extreme low ebb. Furniture education in universities is also not optimistic, and is facing a lot of problem, even bright prospects lying ahead.
The one week 2006 Milan International Furniture Fair has closed down. As a witness of the Fair, I personally felt the spectacular event of this world famous fair and deeply realized the huge gap in furniture design between China and the world.
During the Fair, the whole Milan city was immersed in a
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National furniture industry of China is featured with small production scale, backward technology, insufficient market development capacity, over relying on price advantage. Most exported products of this industry rely on OEM, with poor independence design ability; furniture style is simple and old-fashioned; there is a serious lack of design talents; plagiarism and counterfeit prevails in the industry, and there are only few national brands. As the word largest furniture export country in the world, no manufacturer from China attended the Milan Furniture Fair of this year, which reflects above mentioned problems. Plagiarism and counterfeit undermines the word of mouth of Chinese furniture manufacturers in the world. An embarrassing situation even occurred in Milan International Furniture Fair that some exhibitor even didn 't welcome Chinese furniture manufacturers to visit them. Even in this Fair, we also experienced awkward situation that some furniture manufacturers only forbidden Chinese to take photos on their
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